COSXMARBLE Ronja Witterstein BA Fashion Marketing & Communication 16/17 Visual And Video Techniques InDesign CWK1 Nicolas Godon 1
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EDITORIAL
BRAND RESEARCH 04
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Corporate Profile Summary of Business and Brief History
Editorial Brief
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Market Position
Stylist
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Current Situation
Location
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Communication Background
Photographer
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Target Market
Make Up & Hair
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Objectives
Models
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Values
Editorial
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Inspirations 17
What Not To Do
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CATALOG
MINI WEBSITE
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Catalog Brief
Website Brief
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Catalog
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COS X MARBLE
CORPORATE PROFILE SUMMARY OF BUSINESS AND BRIEF HISTORY about design, architecture, graphics and packaging within their brand identity. The customer should feel the quality not just in the products, but also in the senses of the in-store experience, such as the bags, the light and architecture of the store and the fitting room. The whole team, including designer, architects, marketing, graphic, buying and interior are working together, which is the secret for their success.
COS stands for collection of style launched in 2007 in London is owned by the Swedish company H&M. Besides COS, H&M owns also Monki, Weekday, Cheap Monday and & Other stories. The company’s identity contains high quality garments and products with a modern, timeless style. In comparison to H&M, which looks for trendy clothing for affordable prices, COS stands for middle high prices with modern, functional and considered design, which are made to last beyond the season created form women and men (Walker, 2017). Comparing with fast fashion brands, COS creates two season collection regarding sustainability and the environment. Where in most company the garments are the main focus, COS goes beyond that. They offer a complete experience
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The product display of COS contains women, men and children. The principles of timeless, modern, functional and tactile are key for the garments, but also for graphics, interior and ar-
chitecture. Their use of fabric, colours and design is coherent with their identity and the zeitgeist of the moment. The brand gives importance to details of their products to create unique,
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minimal collections. COS creates a comfortable atmosphere within their stores to give their customer a relaxed shopping experience
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MARKET POSITION
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compete in two factors, which are price and style. In Price COS competes in the area of Levis, Diesel, Calvin Klein, Massimo Dutti, Adolfo Dominguez. Regarding the style the main competitors are Acne, Shaina Mote, OAK, but also & Other stories and Zara. Where COS strength are in their designs and quality garments. The brand is selling a whole new lifestyle regarding awareness of sustainability and reach a new market segment. Because of the awareness of the H&M group COS could reach in a short time a huge success, but also because they stand for their own values and differentiate from its others. On the other hand COS weakness is their new position in the market, which needs to develop a new customer base, while the competition has more loyal customer and heritage.
Cos position in the fashion market is in the middle ground between high-end and high street. The products deliver high quality products with a unique, modern, timeless, functional style with an affordable price. The brand’s policy is working for sustainability and more against the fast fashion, which means that their products can be worn in more than one season and there design doesn’t follow main fashion trends. The company was founded to solve the problem between these two markets and wanted to fill the gab for the customer, which are looking for high quality and timeless clothes, but for an affordable price, but exclusive. Because of their exclusive market position, affordable prices, minimal designs and timeless styles COS doesn’t have many competitors. Through COS differentiation of the market they
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CURRENT SITUATION collection Cos brings more creativity and styles in their stores.
After the launch in 2007 COS opened over 150 stores worldwide, witch careful considered locations to apply the in-house architect and design concept to create a modern and contemporary place. From their around 60 suppliers, mainly from Europe and Asia purchases COS their products. The brand is highly aware of good working conditions all around their company. Their promise about sustainability is their main aim, which can be seen in every detail about the company.
Their current collections are modern elegance, COS & MR PORTER and relaxed definition. Modern elegance shows combination for night and working clothes, which can be worn for events, but also at upcoming parties such as Christmas and New Years. Important here is that the collection is not just for one time, the design was made to wear the designs in every day situation, but also night out material for women and men. COS & MR PORTER is a collaboration between a men lifestyle and art blogger, which is described as “The Art of the Everyday”, a new capsule collection menswear designed for everyday wardrobe. The capsule collection contains “an eclectic mix of textures and rich colour palette, the limited edition collection offers easy elegance with classic knits, oversized outerwear and functional accessories.” (o. A., 2017). Where the relaxed definition collection focus on “soft tailoring and easy layer in tactile qualities.”(o. A., 2017)
As mentioned before COS creates only two seasonal collection to decrease the fast fashion business and give more value to their products. Working against the mainstream trends and clothing, the company values promises the customer a high-end design for affordable cost. Of course Cos is following some fashion trends, but their main focus relies on functional, timeless clothing. Therefore the colours, pattern, fabric, fit and finishing of the garment represents these factors and gives high importance. Through collaboration with artists and designer and capsule
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COMMUNICATION BACKGROUND
The communication strategy of COS is very minimal and simple. In the past 9 years the brand didn’t communicate with any advertising. Their main focus relies on the digital platform. The company works with big data and social graphs to communicate with their customer to create a community. Through their online and print magazines they create an interactive advertising, which is more affective regarding to
their target audience. The brand is active on social media, such as Facebook and Instagram and delivers fashion, lifestyle, design content and informs their customer about new collaboration, collections and sales. COS uses direct marketing such as e-mail marketing to engage with the customer and personalized content regarding to create leads for their company.
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regarding sustainability! Through their principles they can keep their promise, which makes COS powerful and successful in what they are doing.
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rent with their message alongside products, but also inside of the company. Second COS has created a new segment in fashion, in which the clothes are designed
THE MESSAGE
timeless, modern, functional and tactile
COS focuses his message on their four principles: Timeless, modern, functional and tactile (Walker, 2017). As mentioned before, the brand is very cohe-
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TARGET MARKET
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problems of the fashion industry and try to change by buying clothes that last for more than one season. They are early adopters in the fashion market and follow niche products such as magazines, technology and food. They live a healthy lifestyle, interested in sports that are related to be aware of your body and soul. The COS woman and man are aware of their environment and live it through their complete lifestyle.
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COS target audiences are woman and man between 20 and 45 with a big-city mindset and are very aware about their environment (Walker, 2017). The target doesn’t have to live in a big city, but they are aware and interested in different topics, such as fashion, design, culture or/and politics. They don’t spend money in fast fashion; because they believe in spending money for appreciate value for money. Regarding sustainability they are aware of the
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OBJECTIVES
timeless, modern, functional and tactile Again the four principles have to be the key factors in any campaign for COS, because that are the values what they are stand for (Walker, 2017). The new collection of COS is playing with comfortable clothes in black
and white, which they can wear for leisure, work or party. The pre autumn collection for woman reflects the values of COS, in which they show functionality, modern, timeless and tactile designs. Black and White. Stra-
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ight and cozy designs for everyday looks. The main goal for COS is to satisfy their customer needs and wants and promise their principles they are expecting.
VALUES
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Keep it simple. We believe in flexibility & keeping things uncomplicated. Entrepreneurial spirit Dare to take initiative, find new solutions and challenge the way of thinking. Straightforward & open minded Be honest, share your ideas but also listen to others Cost Conscious
Don‘t be wasteful, stay inventive and adapt Constant Improvement Be curious, ask questions and challenge yourself. We Are One Team Be supportive, encourage one another and make new people feel welcome We Believe In People Be yourself and respect each other’s individuality.**
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INSPRATIONS The inspiration for the collection and campaign has a strong design and minimalistic influence. Black and white is drawing alongside the collection and the key factor. COS has been always tend to take their inspi-
ration from art, world, design, architecture and photography (o. A., 2017). The different structure of natural element such as marble, stone, paint and fabric are the main inspiration for the clothes and the editorial.
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WHAT NOT TO DO Obviously COS is working against the fast fashion industry and would never change their values in a new campaign, as well as not following their values and principles. This is what COS stands for
and they believe in. Racist campaigns in any way are not acceptable. As well use of uncomfortable fabrics and colours are not working with COS strategy.
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EDITORIAL
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Editorial Brief The Editorial shows a minimalistic, relaxed and comfortable atmosphere and will be shown through the models, clothing and photographer. The key factor for COS is to transmit the feeling of timeless, comfort to show the high impact of design and quality. Besides the clear white, black and grey contrasts will play with a white background and the lightning, which sets a focus on the materials and the design. Clear and straight designs in the collection mirror the whole concept of COS.
Stylist This campaign TEREZA ORITZT will be in charge oft he styling fort he shooting. She is a Fashion Editor and stylist from Stockholm, working with famous agency LundLund. In year 2016 Tereza was working as a stylist fort he Mango, Pull and Bear and Lindex campaign. Known for her great work with brands and transform their style and values into the styling, which is needed fort he COS campaign.
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/ BARE JOURNAL PHOTOGRAPHER OLA RINDAL STYLIST TEREZA ORTIZ
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Location The location will take place in Carrara in Italy in the mining of marble. It is a huge place with great light and athmosphere, which is perfect for the campaign and what COS wants to transmit.
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/ BON.SE FRIDA MARKLUND
/ AMICA - PHOTOGRAPHER TOMAS FALMER VIKTORIA SÖRENSDOTTER
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/ &OTHER STORIES FRIDA MARKLUND
/ COSTUME FRIDA MARKLUND
FRIDA MARKLUND is the responsible photographer for the campaign. As shown through her previous works, she has a very clear, style, works with lightning and gets the best out of the models. Through her photos the garments become to life and express the right values of the purpose.
Make-Up & Hair VIKTORIA SÖRENSDOTTER has brilliant qualities in working with colour and shows the inner beauty of the models. The make up needs to be very natural to set the clothing in focus and be coherent with the recent campaigns.
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Photographer
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ARIZONA MUSE
Model Cast MARIA BORGES, ARIZONA MUSE, KARLINA CAUNE These three models will represents COS campaign.They are all unique characters, which fit perfect to COS profiles and previous campaign.Variety of looks is an importance concept for COS, what will be shown through the selection of models.
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KARLINA CAUNE
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MARIA BORGES
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Modell KARLINA CAUNE, MARIA BORGES, ARIZONA MUSE Styling by TEREZA ORITZ Photograph FRIDA MARKLUND Make-Up & Styling by VIKTORIA SÖRENSDOTTER
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Viscose Turtleneck Blouse Cotton Short by Massimo Dutti
Cashmere Pullover Basic shirt by &Other Stories Raw-cut Linen trouser
Raw-cut Wool Coat Jeggins Sneakers by Puma
Oversized Wool Turtleneck Pullover
Viscose Cardigan Cotton basic Top
Silk Wool Dress
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CATALOG
COS uses catalogs to inform their customer about new collections, campaigns, that includes their personal touch, design, architecture, quotes and clear and defined pictures. It is a small “magazine� in A5 with natural recycled paper for a better environment. COS brand identity is always a key factor for the design and layout.Very minimalistic, maximum three different font sizes and simple, but design photography coherent with the previous editorial.
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MINI WEBSITE
The Mini Website has six different categories, in where the new campaign will be launched. The purpose of this website is to inform and show the customer the new collection and about news of the campaign, such as model, photographer and values of COS. The layout is very minimalistic and very coherent with the editorial and the calaogue. The collection COSXMARBLE just features black and white images!
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(2017): „: LUNDLUND : : : ANDREAS ÖHLUND MARIA THERESE“. Lundlund. com. Abgerufen am 25. 01. 2017 von http://www.lundlund.com/photographers/ andreas-ohlund-maria-therese/styleby-9650/. (2017): „: LUNDLUND : : : ANDREAS ÖHLUND MARIA THERESE“. Lundlund. com. Abgerufen am 25. 01. 2017 von http://www.lundlund.com/photographers/ andreas-ohlund-maria-therese/bare-journal-7249/. (2017): „: LUNDLUND : : : FRIDA MARKLUND“. Lundlund.com. Abgerufen am 25. 01. 2017 von http://www.lundlund.com/photographers/frida-marklund/bonse-9084/. (2017): „: LUNDLUND : : : TEREZA ORTIZ“. Lundlund.com. Abgerufen am 25. 01. 2017 von http://www.lundlund.com/stylists/tereza-ortiz/bare-journal-photographer-ola-rindal-8157/. (2017): „: LUNDLUND : : : VIKTORIA SÖRENSDOTTER“. Lundlund.com. Abgerufen am 25. 01. 2017 von http://www.lundlund.com/make-up/viktoria-sorensdotter/amica-photographer-tomas-falmer-8460/. (2017): Abgerufen am 25. 01. 2017 von http://sustainability.hm.com/content/dam/ hm/about/documents/en/CSR/repor ts/Conscious%20Actions%20Sustainability%20Report%202014_en.pdf. (2017): „Arizona Muse editorial - Buscar con Google“. Google.es. Abgerufen am 25. 01. 2017 von https://www.google.es/search?q=Arizona+Muse+editorial&espv=2&biw=1089&bih=773&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiZ3c3-1MvRAhVLvBQKHUpqBF0Q_AUIBigB#imgrc=iN0ZLrho2obyHM%3A. (2017): „COS & MR PORTER“. Cosstores.com. Abgerufen am 25. 01. 2017 von http://www.cosstores.com/gb/Studio/Collection/COS_MR_PORTER. (2017): „Maria Borges - Buscar con Google“. Google.es. Abgerufen am 25. 01. 2017 von https://www.google.es/search?q=Maria+Borges&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjWu7bH1MvRAhWHVRQKHVOBB1oQ_AUICCgB&biw=1089&bih=773#tbm=isch&q=Maria+Borges+editorial&imgrc=6XlvtdTERNUX3M%3A. (2017): „PREVIIEW NEWSBOARD“. Previiew.com. Abgerufen am 25. 01. 2017 von http://previiew.com/home/newsboard.html?/author=andreas%20%C3%96hlund/__country__=/__limitstart__=0/__pager__=1/__language__=EN. Walker, Harriet (2017): „Cos: Thoroughly modern minimalism“. The Independent. Abgerufen am 25. 01. 2017 von http://www.independent.co.uk/life-style/fashion/ features/cos-thoroughly-modern-minimalism-7834566.html.
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